Instagram: The Economy of Approval
Blog » Business News
Table of Contents
Today's News
A girl shared on Reddit that she deleted her Instagram account after spending a long time reflecting on her relationship with social media.
She says the decision came after reading about the experiences of other people who had cut back on social media and finding a strong enough personal motivation to finally take the plunge and start enjoying real life again.
In her Reddit post, she explains that Instagram had become an automatic habit and that she wanted to reclaim her free time by focusing on more meaningful activities.
She also realized that she was posting photos and content mainly to gain other people's approval.
She concludes by saying that she's happy with her decision and plans to come back in a month to share how the experiment went (source: "Finally Deleted Instagram," Reddit).
What Entrepreneurs Can Learn from This News
The Billion-Dollar Economy of Approval
Today, there is an invisible force capable of influencing entire markets and moving billions upon billions of dollars: our desire for other people's approval.
There isn't a soul on Earth - apart from me, since I reject social media - who hasn't posted photos for the sole purpose of generating likes.
Social networks like Instagram could be summed up in a single sentence: "Look at me!"
Now, in the specific case of the girl in the Reddit post, she admits that she realized she was sharing photos and content mainly to feel validated by others.
But I ask you: what exactly is that Reddit post?
It's another attempt to gain approval.
Because deleting your social media accounts just to tell everyone about it... what's the point?
Simple: if Instagram was the place where she sought approval for her lifestyle, Reddit becomes the place where she seeks approval for making what she considers a smart and unconventional decision.
The girl in question needed approval and needed to read comments like, "You're awesome, good for you!"
After all, everybody likes receiving compliments and being told they made the right decision or did something admirable.
It may sound strange and ridiculous, but that's exactly how the human brain works (source: "What's the Value of a Like?," Harvard Business Review).
When we tell someone we've started a business, changed careers, or achieved an important goal, what do we hope to hear?
- "Well done!"
- "You made the right choice!"
- "I would have done the same!"
Those words don't change reality, but they make us feel more confident about it.
But what does any of this have to do with business?
Well, a great deal....
Making customers feel understood and "validated" has never been more important than it is today, and it can easily make the difference between a successful company and one that's struggling.
For years, companies believed that people made purchases primarily based on price or product features.
Those factors certainly matter, but they rarely explain why someone chooses one brand over another.
What is luxury for, if not to signal your status to others?
In fact, truly wealthy billionaires rarely wear clothes covered in oversized designer logos because they no longer feel the need to prove anything.
Those same products with flashy logos, however, remain popular among ordinary consumers precisely because they communicate status and recognition.
That's because people primarily remember the emotions a product makes them feel (source: "The New Science of Customer Emotions", Harvard Business Review).
If using your service makes customers feel more capable, more confident, or simply reassured that they made the right choice, they're far more likely to come back and more inclined to recommend your business to friends, colleagues, and family.
That's why approval has become one of the most important concepts in modern marketing.
Every customer wants confirmation that they made the right choice.
Successful companies understand this and build experiences around that feeling.
For example, Apple reinforces customer confidence through a seamless purchasing experience and a strong sense of belonging to a community of creative, forward-thinking users.
Airbnb encourages hosts and guests to review each other after every stay, creating a system in which positive feedback builds trust and makes both parties feel valued.
None of these companies directly sells approval, yet each of them has created products that consistently make customers feel competent and satisfied with their choices.